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Assos opening concept store in London on Friday

Published November 17, 2016
A rider in the elliptical changing room.

LUGANO, Switzerland (BRAIN) — Assos of Switzerland has chosen London's posh Regent Street shopping district as the site of its first international concept store. The brand also operates a store near its headquarters in Lugano. 

The brand said the new store gives "rise to a new era of specialized customer service for both professionals and cycling enthusiasts."

The store at St. James' Market includes an elliptical changing room, complete with a sample of every garment in the collection. Customers will be able to test the products on a Goomah racing bike before they leave the store.

The store will house the full Assos apparel collection, helmets, eyewear and accessories.

Assos CEO Phil Duff said, "Wherever you live in the world, cycling is the best way to get from A to B and we firmly believe that performance and style aren't mutually exclusive. London is the epicenter of fashion and the ever-growing buzz around cycling and we're thrilled to bring our passion to Regent Street".

The store was designed by Ab Rogers, son of renowned architect Richard Rogers, who said, "As a cycling enthusiast myself, I'm drawn to the unwavering commitment to performance and the attention to detail Assos invest in every garment. I wanted to designed a space that echoed this ethos, but importantly, also offered an innovative retail solution to guarantee customers an un-matched experience both on and off the bike."

Ab Rogers, the son of renowned architect Lord Richard Rogers, said he was inspired by his studio's work with museums – as well as aspects from the film 2001: A Space Odyssey. 

“2001 is an endless inspiration for us, which itself was inspired by the Superstudio design aesthetic of the 1960s and 70s," he said.

“I particularly like the changing room, which to me allows customers to marinate in the brand – it’s like going into the company’s stock room ... We are really happy with it. To me, it is like we have created a wine cellar for Assos' garments.”

The store will open to the general public on Friday. The address is St. James' Market, 18 Regent St., London.

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